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  1. B2B Barometer Survey: Q3 2014

    By Andrew Dalglish -

    The latest wave of the B2B Barometer suggests that the money trees are blossoming in the land of B2B marketing!

    Get stuck into the full report to explore budget trends, how they’re allocated by channel and key trends facing B2B marketers:  B2B Barometer Report 2014

  2. The Why and How of Programmatic

    By Andrew Dalglish -

    The Why and How of ProgrammaticProgrammatic advertising is growing rapidly and is now a major part of the digital advertising economy across Europe. But while much has been written about WHAT programmatic is, and analysts repeatedly increase their predictions of how big it will be, very little has been said about WHY and HOW the programmatic market is growing.

    This report, produced by Circle, Appnexus, WARC and IAB Europe, addresses the knowledge gap.

    Report Summary

    In April and May 2014 we spoke with 626 Marketers, Media Buyers, Publishers and Advertising Agencies to explore:

    • The secrets of a successful ad campaign
    • The perceived role of programmatic in driving success – its benefits
    • The way in which programmatic is being used
    • The challenges and barriers to using programmatic

    Click to download the report.

  3. Big Data in B2B marketing

    By Andrew Dalglish -

    Big Data is a revolutionary force. Uncovering hidden insights into customer behaviour will reveal opportunities and boost sales. Big Data could also herald an era where marketing is firmly centre stage in the Boardroom. This report from Circle and dnx explores the trend. Continue reading

  4. B2B Branding Research

    By Richard -
    See how research insights can deliver a resonant, differentiated and authentic brand positioning.
    ‘Brand’ has become a dirty word in some circles. It’s seen as a fluffy concept, the preserve of FMCG marketers and no more than jargon for a logo. Many simply don’t see ‘branding’ as relevant to B2B organisations. We disagree!

    Report Summary

    This paper on B2B branding research:

    • Defines what a brand is and why it matters to B2B companies
    • Outlines the commercial benefits of having a strong brand
    • Identifies the seven key features of a strong brand
    • Details a three step process to measuring brand perceptions


    View or Download our B2B Branding Research Report

    B2B Branding Research
  5. SEO in B2B

    By Andrew Dalglish -
    Below is the executive summary from the B2B SEO Marketing Report. Further analysis can be found on Circle Research’s blog – SEO in B2B – and the full report can be bought (free to B2B Marketing Members) here.

    The Editor’s highlights

    In the report’s executive summary B2B Marketing’s Editor, Joel Harrison reveals some key findings:

    1. Search marketing is the second most popular form of marketing activity among the respondent group, second only to email. Sixty seven per cent of respondents have invested in search marketing over the last 12 months
    2. Search marketing spend is on the rise. One third of respondents expect to increase investment in search marketing ‘significantly’ in the next 12 months. Only five per cent will reduce their spend. The primary reason for the rise in investment in search is because B2B companies are increasingly focusing on the web as their primary route to market. In other words it is taking over from channels such as retail or the sales force
    3. Marketing spend on search techniques is relatively modest at present – half of respondents spend less than 10 per cent of their budget on search. Just under two-thirds of organisations prefer to use paid search (pay-per-click) and natural search (SEO) in tandem to achieve best results from their investment. PPC accounts for a larger share of budget than SEO in B2B companies – the ratio is approximately 60:40. Just under half of respondents believe the returns on investment from SEO is greater than that for PPC
    4. The use of search marketing to influence different stages of the buying cycle or different members of the decision-making unit remains relatively immature and unsophisticated. Only 20 per cent of companies are focusing seriously on different stages and six per cent on different individuals
    5. Most B2B marketers are using at least 16 keywords as part of their search marketing activities. A quarter of respondents use at least 50 keywords. Almost half of respondents review their keywords at least once a month, but only a small minority review them weekly. Sixty per cent of companies have increased the number of keywords that they are targeting in the last 12 months
    6. Content optimisation is the most popular SEO technique, used by three-quarters of respondents, as well as being the most effective
    7. The biggest challenge to effective search marketing is link building, with video optimisation seen as the least significant
    8. Website traffic was the most popular metric used to assess the effectiveness of SEO activity, ahead of lead volume or keyword ranking
    9. Almost 80 per cent of companies handle all or most of their search marketing activity in house, without recourse to agencies or outsourced service providers. Sixty per cent of respondents expect to increase their use of agencies for search marketing in the next 12 months
  6. B2B Barometer Survey: Q2 2009

    By Andrew Dalglish -

    We B2B marketers have historically adopted an anecdotal approach to keeping up-to-date with developments in our profession. We network with our peers, we read editorial opinion and we read expert blogs. These are of course valuable sources but by their very nature only take into account the opinion and experience of a small group of individuals. The B2B Barometer casts the net wider.

    In this benchmark we canvass 100 B2B marketers collectively representing organisations with a turnover of £2.6 billion.

    • What challenges do B2B marketers face?
    • What level of confidence is there in the economy?
    • What direction are budgets moving in?
    • What channels are rising and falling in effectiveness?

    Read these and other insights in the first of the B2B Barometer series.

    Get stuck into the full report – B2B Barometer Q2 2009: Full report

  7. B2B Barometer Survey: Q4 2009

    By Andrew Dalglish -

    As the UK exits the longest recession on record, the B2B Barometer reveals cautious optimism amongst B2B marketers.

    The survey conducted in November 2009 reveals that two thirds (66%) are confident about their organisation’s outlook. However, given a widespread expectation that the road ahead will remain rocky most plan to hold (57%) or cut (27%) their marketing spend.

    Given this widespread budgetary restraint, the Barometer also takes a special look at Return on marketing Investment (ROMI).

    • How many are measuring ROMI?
    • What metrics are being used?
    • What challenges are faced?

    Get stuck into the full report – B2B Barometer Q4 2009: Full report

  8. B2B Barometer Survey: Q2 2010

    By Andrew Dalglish -

    In its latest reading, September 2010, the B2B Barometer charts a two speed market.

    Many are benefitting from a solid economic recovery. Two fifths of B2B marketers (41%) report future budgets rising; 16% significantly. One half of B2B agencies (49%) report increased revenues in the past 12 months

    Conversely, a lower yet still significant proportion has yet to experience a fillip in activity or confidence. One quarter of B2B marketers (27%) report future budgets decreasing. One third of B2B agencies (30%) report declining revenues over the past 12 months

    The latest B2B Barometer report also makes a detailed exploration of the topic on every B2B marketer’s mind; social media. Is it relevant in B2B or could it simply be a case of the emperor’s new clothes?

    Get stuck into the full report – B2B Barometer Q2 2010: Full report

  9. B2B Barometer Survey: Q1 2011

    By Andrew Dalglish -

    March 2011 and the B2B Barometer reveals an economic recovery well underway.  The UK exited recession in Q4 2009 and when compared with this period the latest reading in Q1 2011 reveals that:

    • 57% of B2B marketers are confident in the economic outlook (up 23%)
    • 67% of B2B agencies report an increase in enquiries (up 31%)

    Confidence has returned. Professor Merlin Stone comments: “With B2B marketing recovering we know the B2B sector is leading the recovery of the economy, as it always does”.

    At the same time the B2B landscape continues to evolve. Take just one highlight from the latest report: the number of B2B marketers with a social media strategy has now doubled from 32% to 64%.

    Get stuck into the full report – B2B Barometer Q1 2011: Full report
    Download slide deck – B2B Barometer Q1 2011: Slide deck

  10. B2B Barometer Survey: Q3 2011

    By Andrew Dalglish -

    To say it’s been an eventful few years economically is an understatement. First we had the credit crunch and a deep recession. Now deficit reduction measures are biting, bond markets shaking and the dreaded credit crunch is rearing its ugly head again.

    These turbulent economic times make the latest instalment of the bi-annual B2B Barometer interesting reading. The survey shows that despite strong headwinds, the last 12 months have been rather rosy for most:

    • The majority of client side marketers have seen depressed budgets return with three fifths (57%) reporting increased spend
    • One quarter (26%) of B2B marketing agencies report increased billings and a further third (33%) have seen significant increases

    However, there are signs that growth in the near future will be much more muted. Read more in the full report which also:

    • Reveals how B2B marketers are splitting their budgets between different communications channels
    • Tracks confidence and budget allocation trends since November 2009
    • Explores the level of sales and marketing alignment…and the impact of mis-alignment

    Get stuck into the full report – B2B Barometer Q3 2011: Full report

    Download slide deck – B2B Barometer Q3 2011: Slide deck